Transmedia Marketing

CHAPTER 7 Audience, Audience, Audience

Why say audience three times? Because saying anything in threes is magical and indelibly etches it in people’s minds. Like the old real-estate adage about the three best characteristics of a good home being “location, location, location,” it delivers the intended emphasis. Honoring your audiences—listening to what they say, following them where they go, determining what they want, and inviting them to play in the sandbox—is the single most important aspect of good marketing. Nothing is more vital. The most arresting title sequence, sizzling promo reel, or cleanest logo are all lost if they’re not targeting the right people, with the right content, at the right time.

Why Audience Rules

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